Lead generation velocity month over month

[JBrunt]

How do I create a report which shows me the contact lead generation velocity (ie. number of new contacts generated, or value of new deals created) compared month over month, which result in a qualified transfer to an account exec? I am confused between the lifecycle stage and the lead status property?

[Ben_M]

The number of new contacts generated or value of deals created would not be a velocity report, but rather a volume report. Velocity would suggest movement so in that case you would be more interested in learning about how long it takes to get from a new lead generated to a new deal created. That would be velocity.

To compare the lifecycle stages and lead status think about it this way. Lifecycle stage tells you where they are in the customer journey from a new prospect all the way to customer. The lead status looks at the lifecycle stage in more detail. So someone could have a Lead Status of Open Deal, but without the matching Lifecycle Stage, you wouldn't know whether this is a net new prospect deal, or a deal to upsell an existing customer. Out of the box the definitions are very loose and interpretable depending on your use case which is why these fields are typically customized to the business if they are not already.

[00786]

I hate to differ on this one but Velocity in economics reffer to the logic behind moving averages, meaning comparing the net rates of changes against the previous period.

The duration on a stage is a report that HubSpot has had for years and the latest updates excell in simple visualizations, you can even see the % of people stuck for a certain amount of period in a Funnel report. This concept is Deal Velocity. That's not the same as lead velocity, used for growth measuring.

HubSpot has recently deployed a very decent and quite on point report for Sales Velocity in the Sales Analytics section, but it has failed to provide a way to do so for Marketing Leads. It's in Sales > Sales Analytics > Sales Outcomes > Sales Velocity.

Considering the definition of Lead Velocity Rate (formula, no interpretations into context) [(Current month's QLs - Previous month's QLs)/Previous month's QLs]x100

The way I get away with this is a setup report on my qualified leads, plotted on a per month basis, and compared against last year months (under graph settings, you can enable this or not).

That way, I just export to a CSV the summarized report and apply the formula in the cell:

[Last Month Qualified Leads / (Difference Last Month Qualified Leads - This Month Qualified Leads)]

The results will be positive or negative but you can apply the average or moving trends in a spreadsheet. Not ideal but not a great time investment either.

This gives us the same outcome and is very useful to compare against Sales Velocity

Example of monthly report based on qualified leads.

Another way would be if you have Operations Professional or Enterprise edition, creating a report based on a list membership and then applying a custom formula as your value.

 

[JBrunt]

Thanks Ben, that's helpful context.